The power of regional events: Fuelling growth in hospitality and tourism
Op-Ed: Emily Stephens explores how both major and minor events can lead to increased revenue and lasting relationships for local businesses
Regional events are more than just a source of entertainment—they are economic powerhouses that breathe life into local communities. From music festivals and sporting events to cultural celebrations and food expos, these events attract visitors, injecting much-needed funds into regional economies.
One of the biggest beneficiaries? The accommodation sector. Hotels, motels, and short-term rentals see a surge in bookings, often filling rooms weeks or months in advance. But the impact goes beyond just higher occupancy rates—these events create opportunities for local businesses to maximise revenue, build long-term guest relationships, and position themselves as go-to stays for future visitors.
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A perfect example is the recent events of the Australian Grand Prix and the first round of the AFL in Melbourne. Occupancy was at its highest, and businesses were jam-packed. Add on St Patrick’s Day celebrations on Monday, and I have no doubt that all of the hospitality staff needed a break on Tuesday.
The wonderful effect of large events in the city is that regional towns benefit from them as well. People coming from Adelaide to Melbourne often decide to extend their trip on the way home by travelling via the Great Ocean Road, adding a few days to their journey and enhancing the regional economy. International visitors to Melbourne might decide to visit the Ballarat Goldfields or see the penguins at Phillip Island before or after the event to improve their visit to Australia.
There is also the drive tourism sector, where people travelling long distances for these large events stop along the way to and from their destination, improving the economy of smaller towns and accommodation businesses.
Events in regional areas, such as music, cultural, or food festivals, are fantastic opportunities for businesses, especially accommodation and hospitality, to showcase their products and services. Large events are fantastic; however, it is also the smaller events, such as sporting competitions, that can bring a boost to local businesses.
I recently had trouble booking accommodation due to a gymnastics event in the area that I was travelling to. This shows that it’s not just the big events that boost local economies, but the smaller events can have just as big an impact. Either way, it is a golden opportunity for the region and its businesses to shine.
The influx of visitors to the region presents a valuable opportunity for businesses to grow their customer database, strengthen brand awareness, and foster long-term relationships. By providing exceptional service and engaging experiences, businesses can encourage guests to return for future stays and events. Additionally, satisfied visitors are more likely to recommend the destination to friends, family, and colleagues, creating a ripple effect that drives further tourism and economic benefits for the region.
Strong occupancy and higher revenue are not the only ways for accommodation businesses to benefit from these events. Sponsorship of local events, either of a monetary value or an in-kind donation, can go a long way to improving the property’s exposure as well as a strong community connection.
Event organisers will appreciate support from local businesses with additional exposure on merchandise or signage, as well as digital promotion on the website and social media posts, promoting the property to many more potential guests.
Annual events in regional areas provide a much-needed economic boost, especially when scheduled during quieter times of the year. When planned strategically, these events can become reliable revenue drivers that businesses come to depend on. The Great Ocean Road Running Festival, for example, started as a local volunteer initiative on one of the region’s slowest weekends. Today, it has transformed into one of the busiest times of the year, with accommodation bookings made 12 months in advance and thousands of visitors flocking to the area.
However, the success and longevity of such events rely heavily on the support of local businesses. Without their involvement, both large and small events face the risk of dwindling or disappearing altogether, taking their economic benefits with them.
This is why staying connected with your local community, tourism organisations, and economic development representatives is crucial. These networks and organisations are in the know of what is going on in and around the area, as well as state and nationwide. Once aware of any special events, businesses can make informed decisions on how to make the most of the opportunity.
A common ratio is that one participant in a sporting event brings three support people. This means that even a small event of 250 participants will bring approximately 750 people to the region and local businesses. For regional towns, this can be an excellent boost to their annual income. Whether it is a few small events throughout the year or one large event, the event industry is an essential cog in the big wheel for the accommodation and hospitality industry in regional areas.
Emily Stephens, Founder and Managing Director of The Accommodation Project, has been working in accommodation operations for over 20 years. Starting as a receptionist, she has worked her way through the ranks in different types of accommodation both overseas and in Australia to now operate an apartment hotel with her husband in a beautiful coastal town in Victoria. Combining her passion for the industry and wanting to help and support fellow operators, The Accommodation Project was created. Building on the confidence and proficiency of newcomers so that all properties find their place in an ever changing and exciting sector.